구전 커뮤니케이션은 둘 이상의 사람들 사이에서 발생하는 커뮤니케이션으로 상업적 이익의 증진을 목표로 하지 않고 수행하는 비공식적인 구두 커뮤니케이션이다. 오늘날에는 인터넷과 모바일 등의 뉴미디어가 등장함에 따라 소비자들은 다양해진 정보공유 채널을 사용하여 보다 활발한 구전 커뮤니케이션이 이루어지고 있다. 온라인상의 구전 커뮤니케이션은 전통적인 구전에서와 달리 의견 추구, 의견 제공, 의견 전달의 세 가지 차원으로 나뉜다. 지금까지의 국내 연구는 온라인 구전의 특징을 충분히 고려하지 못하고, 평면적으로 이루어져왔다.
본 연구는 이러한 한계점을 보완하여 온라인 구전에 영향을 주는 요인들을 알아봄으로써 효과적인 온라인 구전 방안을 모색하는 데 있다. 뿐만 아니라 SNS 유형에 따른 영향요인의 차이를 비교하고자 하였다. 이를 위해 개인적 특성(유대감/동질성/신뢰성/동조성/혁신성), 대인적 영향(규범적 영향/정보적 영향), 사회적 자본(연결적 사회 자본/결속적 사회 자본)이 온라인 구전(의견추구/의견제공/의견전달)에 어느 정도의 영향력을 가지는지 알아보았다.
본 연구는 SNS 유형에 따른 영향 요인의 차이를 알아보기 위해 페이스북과 트위터 이용자를 대상으로 설문조사를 실시하였다. 연구문제 분석을 위한 통계분석은 다중회귀분석(Multiple Linear Regression Analysis)과 위계적 회귀분석(Hierarchical Regression Analysis)이 사용되었으며, 이에 따른 연구결과는 다음과 같다.
첫째, SNS 전체에서 온라인 구전에 영향을 미치는 요인은 유대감, 동질성, 신뢰성, 혁신성, 규범적 영향, 연결적 사회 자본, 결속적 사회 자본으로 나타났다.
둘째, 페이스북의 온라인 구전에 영향을 미치는 요인은 유대감, 동조성, 혁신성, 규범적 영향, 연결적 사회 자본, 결속적 사회 자본으로 나타났다. 이 가운데 가장 높은 영향력을 미치는 요인은 결속적 사회 자본이었으며, 이러한 결과는 페이스북이 동질적 공동체의 유대 형태를 가지고 있기 때문이라고 판단된다.
셋째, 트위터의 온라인 구전에 영향을 미치는 요인은 동질성, 신뢰성, 규범적 영향, 연결적 사회 자본, 결속적 사회 자본으로 나타났다. 이 가운데 가장 높은 영향력을 미치는 요인은 연결적 사회 자본이었으며, 이러한 결과는 트위터가 이질적인 사람들과의 네트워킹 형태를 가지고 있기 때문이라고 볼 수 있다.
본 연구는 페이스북과 트위터를 통한 온라인 구전의 영향 요인들을 비교하고, 새롭게 구성하는데 의의가 있다. 또한 온라인 구전 커뮤니케이션 영향 요인에 대한 기초적인 결과를 제시하였고, 기업들이 자사의 SNS를 관리하는데 있어 고려해야할 요인을 제시하는데 그 이론적·실무적 의의를 갖는다.|Word of mouth is a communication between people more than two which is an informal oral communication not having a purpose of promotion of commercial benefit. Nowadays, more brisk word of mouth is being carried out using various information shared channels since new media such as internet and mobile infrastructure. Unlike conventional one, electronic word-of-mouth consists of pursuit of opinion, offer of opinion and delivery of opinion. Researches since today does not fully consider the characteristics of electronic word-of-mouth, being superficial.
The goal of our study is to supplement this weak point and to find out the way of effective electronic word-of-mouth by studying the factors which affect it. Also, we are to compare the factors of effect depending on the types of SNSs. For the purpose stated above, we are to find out the influence of personal characteristics(tie strength/homophily/trust/ conformity/innovation), interpersonal influence(normative influence/informative influence) and social capital(bridging social capital/bonding social capital) on electronic word-of-mouth (opinion seeking/opinion giving/opinion passing).
A survey was operated against users of Facebook and Twitter in order to find the difference of effect factor between types of SNS. Statistical analyzations for the matter of study of Multiple Linear Regression Analysis and Hierarchical Regression Analysis was used, and the result was produced as below.
First, the factors which affect electronic word-of-mouth on overall SNS types appeared to be tie strength, homophily, trust, innovation, normative influence, bridging social capital and bonding social capital.
Second, the factors which affect electronic word-of-mouth on Facebook appeared to be tie strength, conformity, innovation, normative influence, bridging social capital and bonding social capital. The most affecting factor was bonding social capital dur to the bonding type of syntonic community of Facebook.
Finally, the factors which affect electronic word-of-mouth on Twitter appeared to be tie strength, homophily, normative influence, bridging social capital and bonding social capital. The most affecting factor was bridging social capital due to the network type of Twitter between heterogeneous people.
The goal of the study was to compare the parameters affecting electronic word-of-mouth through Facebook and Twitter and recast them. Also, the study has the theoretical and practical purpose of proposing basical result of parameters affecting electronic word-of-mouth and factors that companies should consider when operating their own SNSs.Word of mouth is a communication between people more than two which is an informal oral communication not having a purpose of promotion of commercial benefit. Nowadays, more brisk word of mouth is being carried out using various information shared channels since new media such as internet and mobile infrastructure. Unlike conventional one, electronic word-of-mouth consists of pursuit of opinion, offer of opinion and delivery of opinion. Researches since today does not fully consider the characteristics of electronic word-of-mouth, being superficial.
The goal of our study is to supplement this weak point and to find out the way of effective electronic word-of-mouth by studying the factors which affect it. Also, we are to compare the factors of effect depending on the types of SNSs. For the purpose stated above, we are to find out the influence of personal characteristics(tie strength/homophily/trust/ conformity/innovation), interpersonal influence(normative influence/informative influence) and social capital(bridging social capital/bonding social capital) on electronic word-of-mouth (opinion seeking/opinion giving/opinion passing).
A survey was operated against users of Facebook and Twitter in order to find the difference of effect factor between types of SNS. Statistical analyzations for the matter of study of Multiple Linear Regression Analysis and Hierarchical Regression Analysis was used, and the result was produced as below.
First, the factors which affect electronic word-of-mouth on overall SNS types appeared to be tie strength, homophily, trust, innovation, normative influence, bridging social capital and bonding social capital.
Second, the factors which affect electronic word-of-mouth on Facebook appeared to be tie strength, conformity, innovation, normative influence, bridging social capital and bonding social capital. The most affecting factor was bonding social capital dur to the bonding type of syntonic community of Facebook.
Finally, the factors which affect electronic word-of-mouth on Twitter appeared to be tie strength, homophily, normative influence, bridging social capital and bonding social capital. The most affecting factor was bridging social capital due to the network type of Twitter between heterogeneous people.
The goal of the study was to compare the parameters affecting electronic word-of-mouth through Facebook and Twitter and recast them. Also, the study has the theoretical and practical purpose of proposing basical result of parameters affecting electronic word-of-mouth and factors that companies should consider when operating their own SNSs.